AMSTEL SAVES NO EFFORTS IN ACTIVITIES
DURING FINAL OF UEFA CHAMPIONS LEAGUE
The final of the Champions
League which took place in
Amsterdam on 20 May was
effectively exploited by the
Amstel brand team to
convince consumers that
Amstel is the leading
sponsor of the UEFA
Champions League.
The Amstel Beer Hat was
the recurring theme for the
activities organised on
20 May this year.
This enormous billboard at Schiphol
Airport welcomes luventus and
Real Madrid fans to the Capital of Amstel
On the day of the final between
Juventus and Real Madrid in the
Amsterdam Arena stadium some
35,000 Amstel Beer Hats were distri
buted in the capital alone. The hats
were shaped and decorated like a
glass of Amstel Beer. In Madrid a fur
ther 10,000 hats were handed out.
The Amsterdam city centre was
also awash with Amstel signage
and colours. The municipality of
Amsterdam had already placed bill
boards with the message 'Welcome
to Amsterdam. Capital of football'.
With the city council's permission,
Amstel took the message one step
further by putting up banners with
the same design and the words
'Welcome to Amsterdam. Capital of
Amstel Beer'. The same message was
also communicated to the Italian and
Spanish fans who arrived in the
Netherlands by air. At Schiphol
Airport an enormous billboard (45 x 8
amstel bei
CHAMPIONS
LEAGUE
